centrum | WHYBIN\TBWA SYDNEY
SPARKING INTEREST IN HOLISTIC HEALTH.
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Multivitamin advertising typically focuses on the
physical benefits of optimal nutrition. Centrum
wanted to look beyond the physical, to explore
the link between body, mind and spirit - the very
essence of holistic health. What could the
metaphysical body tell us about ourselves?
Human energy systems have layers of physical,
mental and emotional elements that know
exactly what they need for perfect health. Auras
express these truths by manifesting all colours
of the spectrum at any given time, changing
colour depending on the individual's wellbeing.
Interestingly, electromagnetic photographic
technology exists that allows for the imaging
of the aura's dominant colours.
IDEA |
Encourage people to explore the human energy
field by facilitating the photography of their aura.
Part of the discovery would be learning to
interpret the images, observing how physical
wellbeing and optimal nutrition relate to one's
mental and emotional health.
EXECUTION |
Digital photo booths utilising aura imaging
technology, placed primarily in pharmacies
and public spaces. People could seamlessly
upload their aura images to smart devices and
then to Centrum's microsite, which provides
an interactive overview of the human energy
field, as well as expert interpretations and
advice from holistic health professionals.
Private and public galleries of aura photos
are then established on Instagram, prompting
people to share their images and insights,
or provide commentary.
